And then there were three. The competition for the Biletnikoff Award is down to three of the nation’s top wide receivers. Alabama’s Amari Cooper is the lone player from a College Football Playoff contender in the running, although that should not diminish the accomplishments of two others up for the award.

Colorado State wide receiver Rashard Higgins and West Virginia’s Kevin White are also finalists for the Biletnikoff Award, which is awarded to the nation’s top wide receiver in college football. No player from any of these three schools has ever won the award, which was first awarded in 1994.

Last year’s award went to Brandin Cooks of Oregon State. This year’s award will be presented on December 11 during The Home Depot College Football Awards Show on ESPN.

USC is missing close to 30 scholarship players, but two key players that the Men of Troy absolutely do have: a quarterback and a running back. Quarterback Cody Kessler diced Oregon State for an ultra-efficient 261 yards and two touchdowns on 24-of-32 passing, and Buck Allen added 20 rushes for 115 yards and a touchdown to push No. 18 USC past Oregon State 35-10 on Saturday night.

The quarterback-running back duo may have carried the water for USC, but it was defensive back-turned-linebacker Su’a Cravens that got the Trojans going with a 31-yard interception return for a touchdown with 5:11 to play in the first quarter. Ryan Murphy took the ensuing kick back 97 yards for a touchdown, and the Beavers added a 38-yard Trevor Romaine field goal early in the second quarter to grab a 10-7 lead, but that would be it offensively for Oregon State on this night.

Kessler hit Justin Davis for a 16-yard touchdown on the following drive, and then connected with Darreus Rogers on a 48-yard Hail Mary on the final play of the first half, effectively putting the game away at 21-10. Allen added a 17-yard scoring dash to open the fourth quarter, and his backup Justin Davis closed the scoring with a 21-yard burst at the 5:02 mark of the fourth quarter.

USC threw for 261 yards and rushed for precisely 200 more (Davis added 82 yards on 15 carries) and did not turn the ball over. I don’t have the numbers in front of me, but I feel like teams that rush and pass for 200 yards and don’t turn the ball over win home games approximately 95.2 percent of the time.

Especially when the opponent doesn’t hit 200 yards of total offense.

Sean Mannion looked like a quarterback that ranked second nationally in passing a year ago solely due to the presence of the now-departed Brandin Cooks, passing for a paltry 123 yards (he averaged 358.6 in 2013) on 15-of-32 passing with no scores and two picks. The Beavers rushed 21 times for a total of 58 yards.

With losses by Arizona State and Utah this week, USC (3-1, 2-0 Pac-12) remains atop the Pac-12 South alongside UCLA and Arizona. The Trojans host No. 15 Arizona State on Saturday.

Oregon State drops to 3-1 (0-1 Pac-12) and visits Colorado on Saturday.

The term “BCS busters” should be collectively erased from everyone’s memories.

It’s now time to figure out which teams have a glimmer of hope to rise from obscurity and claim a spot in the first College Football Playoff.

The Florida State Seminoles, Alabama Crimson Tide and Oregon Ducks are overwhelming favorites to participate in the inaugural playoff structure. But college football never quite works out like everyone expects.

Each team in the country is striving to be among the best. Only four will achieve this goal. Some have better odds than others. We here at CFT like to root for the underdog. As such, we’ll attempt to identify a team from each of the Power Five conference and one from the rest of the leagues that have an outside shot of playing with the big boys this season.

We advise not to bet on any of these teams, but they each have something that gives them a chance, albeit a slight one, to be a part of college football’s elite…

ACC: Virginia Tech HokiesAny team that comes out of the ACC that isn’t the Florida State Seminoles should be considered a playoff darkhorse. The reasons the Hokies are primed to improve greatly from their 8-5 record last season are they are particularly talented and experienced along the offensive line and secondary. The enter left side of the Hokies’ offensive line, including center, is comprised of seniors. And right tackle Jonathan McLaughlin was named second-team freshman All-American by College Football News. The Hokies’ ability to win in the trenches will improve the team’s running game from last year, particularly with sophomore running back Trey Edmunds ready to become the team’s workhorse. Plus, solid play from the offensive line will help Michael Brewer‘s transition after he transferred from Texas Tech. On the defensive side of the ball, the Hokies may have lost Kyle Fuller and Antone Exum to the NFL, but both of last year’s starting cornerbacks struggled with injuries. Sophomores Brandon Facyson and Kendall Fuller proved more than capable of stepping in and becoming play makers. Everyone will quickly learn whether or not the Hokies are a legitimate contender when they face a Braxton Miller-less Ohio State Buckeyes squad during the second week of the season. If Virginia Tech can go into the Horshoe and claim a major victory against the Buckeyes, the rest of the schedule is manageable, especially since it won’t face the Seminoles in regular season play.

Big 12 Conference: Texas Tech Red Raiders
Kliff Kingbury‘s first season as Texas Tech’s head coach developed into a perfect example of style over substance. The excitement of a 7-0 start faded into five straight losses to end the regular season. Despite being as highly ranked as 10th overall, the Red Raiders couldn’t match up physically against the likes of the Oklahoma Sooners, Baylor Bears and Texas Longhorns. As Kingsbury continues to build the program in Year 2, the Red Raiders should be far more consistent. It starts at the quarterback position in the team’s Air Raid offense. Davis Webb started six of the team’s final eight games, and he was awarded the starting job during spring practice. Kingsbury played three different quarterbacks last and never found any consistency. Webb’s growth as a player during his sophomore season will only help the offense become more successful. Each of the linemen in front of Webb is experienced, and the receivers are expected to produce. The defense will continue to be a concern, but Texas Tech will enter each game under the assumption they can outscore any opponent. If the Red Raiders can navigate the Big 12 Conference, they’re toughest non-conference opponent is the Arkansas Razorbacks, who finished 3-9 last season. The opportunity is there for Texas Tech to take the next step as a program and potentially enter the national conversation.

Big Ten Conference: Iowa HawkeyesThe Hawkeyes will enjoy and possibly benefit greatly from playing in the Big Ten Conference’s new western division. Overall, the Big Ten Conference is wide open after the Ohio State Buckeyes lost Miller for the season. But that won’t matter for Iowa since they’re not scheduled to play the Buckeyes this season. Iowa not only avoids Ohio State, it won’t play the Michigan Wolverines, Michigan State Spartans or Penn State Nittany Lions. The Hawkeyes cross-divisional opponents this season are the Indiana Hoosiers and Maryland Terrapins. And the team’s toughest non-conference opponent is the Pittsburgh Panthers. If the Hawkeyes don’t trip up during a game they’re expected to win — like we’ve seen previously in Kirk Ferentz‘s tenure — Iowa could cruise into the final two games against the Wisconsin Badgers and Nebraska Cornhuskers with an undefeated record. The Hawkeyes are then capable and possess enough talent on both sides of the ball to beat the primary opposition in their division. The Hawkeyes will do what they always do; they’ll run the football behind arguably the best offensive linemen in college football, Brandon Scherff, and they’ll play fundamentally sound football on defense. Their style of play leaves very little margin for error, but the season sets up perfectly for the Hawkeyes to have a little more wiggle room than they usually do.

Pac-12 Conference: Oregon State BeaversGood quarterback play will grant a team the benefit of the doubt. Sean Mannion may not be an interesting as Florida State’s Jameis Winston or as dynamic as Oregon’s Marcus Mariota. Mannion doesn’t even draw as much attention as UCLA’s Brett Hundley. Yet, Mannion is the country’s leading returning passer. Mannion threw for 4,662 yards and 37 touchdowns as a junior. The quarterback also has pieces around him. Last year’s Biletnikoff Award winner, Brandin Cooks, is now in the NFL, but the team still has a massive target at tight end in Connor Hamlett and its top two rushers, Terron Ward and Storm Woods, return. Another overlooked aspect of the Beavers is how experienced they are on defense. Nine of the team’s defensive starters are seniors. The final two starters are juniors. Some of those upperclassmen will be starting for the first time, but the ability to be in the system over a period of time learning the scheme gives them an advantage. The Beavers even benefit slightly from their schedule. The team’s non-conference schedule should be a cakewalk. Oregon State hosts the Oregon Ducks in this year’s “Civil War.” Trips to USC and Stanford are the biggest obstacles in front of the Beavers in their attempt to go to their first major bowl game since they defeated the Notre Dame Fighting Irish in the Fiesta Bowl 13 years ago.

SEC: Ole Miss RebelsThe Florida Gators are a popular choice to be the surprise team emerging out of the SEC. However, the Rebels should be able to reap the benefits from head coach Hugh Freeze‘s ability to stockpile talent during the upcoming season. The Rebels will have to survive the SEC West, of course, which is no easy feat. The Rebels finished 2-4 in the division last season, and the Alabama Crimson Tide and LSU Tigers remain the teams to beat. Ole Miss, however, is littered with top talents primed to make a leap as a group. Former No. 1 overall recruit Robert Ndemkiche enters his second season in the program. He’s surrounded by senior edge rushers C.J. Johnson and Carlos Thompson and just nose tackle Isaac Gross. Sophomore Tony Conner quickly established himself as an intimidating presence in the secondary during his freshman campaign. On offense, sophomore Laremy Tunsil is one of the most physically talented left tackles in the SEC. Laquon Treadwell was an elite wide receiver recruit and made an instant impact as a true freshman. And senior quarterback Bo Wallace will lead the way. As the talent on this team continues to mature, the gap between the Rebels and the rest of the SEC West is quickly closing. If that same talent takes a major leap in their play this year, the Rebels could go from pretender to legitimate contender.

Best of the rest: Marshall Thundering HerdOne thing established during the BCS era was an undefeated team from the American Athletic Conference, Mountain West Conference, Conference USA or MAC can work themselves into the national conversation. This year’s most likely candidate is Marshall. There are two reasons why the Thundering Herd can crash this year’s party. First, the team’s schedule is among the easiest in college football. The team should cruise to a 13-0 finish. Second, people love to see explosive offenses and elite quarterback play. Marshall head coach Doc Holliday has quietly built one of the most explosive offenses in college football. The Thurndering Herd operates at a breakneck pace. Last season the team’s offense finished 12th in the country with an average of 500.4 yards per contest. And quarterback Rakeem Cato is absolutely electric. Over the past two seasons, Cato has thrown for 8,117 yards, 76 touchdowns. The combination of an undefeated record, explosive offense and a talented quarterback may be enough to insert Marshall into one of the playoff slots (even though it’s still highly unlikely).

1. Oregon (Last year: 11-2; beat Texas at Alamo Bowl)The Ducks have been on the cusp of elite status as a program for the past four seasons. It’s time for the program to get over the hump and win a national title. This year’s squad may have the best chance to capture the school’s first national championship. It all starts with the quarterback position. Marcus Mariota is the best signal caller currently playing collegiate football. Yes, that includes Florida State’s Heisman Trophy winner, Jameis Winston. Mariota may have hoisted the trophy last year if he didn’t suffer a knee injury late in the season which hampered his style of play. Mariota is extremely efficient as a passer, highly intelligent with his decision-making and a deadly athlete when he decides to run with the football. The Ducks also return key starters at vital positions. Cornerback Ifo Ekpre-Olomu and center Hroniss Grasu may have been the top players selected at their position in May’s NFL draft. Yet, they decided to return to Eugene. The team’s leading rusher (Byron Marshall), tackler (Derrick Malone) and sack artist (Tony Washington) return as well. As Mark Helfrich enters his second year as head coach, there aren’t any excuses for the Ducks this season. It’s a national championship or bust. This is the year for Oregon to prove its more than a flashy offense and uniform trendsetters.

2. Stanford (Last year: 11-3; lost to Michigan State in Rose Bowl)Cardinal faithful will almost certainly remind anyone who will listen that their team beat Oregon the past two seasons and claimed Pac-12 conference titles. However, the Cardinal simply aren’t as talented from top to bottom as the Ducks. The key players Oregon retained; the Cardinal lost. The team lost it’s leading rusher, tackler, sack artist and four of its starting offensive linemen. While Senior quarterback Kevin Hogan may be entering his second full season as the team’s starter, he’s a notch below the elite quarterbacks in the Pac-12 conference.David Shaw is one of the best coaches in college football. This team will continue it’s winning ways. But Stanford will likely take a slight step backwards as the Ducks reclaim the honor as the best team in the Pac-12 Conference.

3. Oregon State (Last year: 7-6; beat Boise State in Hawai’i Bowl)College football’s leading-returning passer resides in Corvallis, Oregon. Quarterback Sean Mannion returns for his senior campaign after throwing for 4,662 yards and 37 touchdowns. But Mannion won’t have Biletnikoff Trophy winner Brandin Cooks to throw to anymore. And that ‘s a good thing. Mannion’s experience behind center is a major positive for the Beavers, but Oregon State head coach Mike Riley admitted the coaching staff became enamored with throwing the football due to their dynamic duo at quarterback and wide receiver. This season, the Beavers will be more balanced on offense and more closely resemble the team that went 9-4 in 2012 instead of the one that was 7-6 last season. Senior Terran Ward and junior Storm Woods combined for 1,060 rushing yards last season. They should receive bigger workloads. With a more balanced attack, the Beavers hope to avoid another five-game losing streak in Pac-12 play. The team seen during its 38-23 victory over Boise State in the Hawai’i Bowl is the one Pac-12 opponents should expect to face Saturdays this fall.

4. Washington (Last year: 9-4; beat BYU in Fight Hunger Bowl)The University of Washington did the impossible; they pried Chris Petersen out of Boise and made him their new head coach. Petersen inherits a talented roster built slowly over time by previous head coach Steve Sarkisian. After three straight 7-6 seasons, the Huskies finally broke through with an 9-4 campaign in 2013. The team then lost it’s head coach, quarterback and workhorse running back. Change of that degree will likely cause the Huskies to take a small step back during the upcoming season. While Peterson was ultra-successful during his eight seasons at Boise State, his team stumbled last year and lost four games for the first time in eight years. The last coach to have that type of success at Boise then finish with a four-loss team before moving to the Pac-12 was Dan Hawkins. Furthermore, there are still questions at quarterback for the Huskies. Cyler Miles hasn’t shown he’s ready to take over the team. Until one of the quarterbacks does, the Huskies will have to rely on a talented defense, particularly a defensive line that features nose tackle Danny Shelton and defensive end Hau’oli Kikaha.

5. Washington State (Last year: 6-7; lost to Colorado State in New Mexico Bowl)This will be Mike Leach‘s third year in Pullman, Washington. It was in Leach’s third year at Texas Tech he was able to lead the Red Raiders to a nine-win season. He won’t be as lucky with the Cougars. It’s taken Leach some time to implement the “Air Raid” offense that far north. This should be the first season in which it’s fully functional with senior Connor Halliday as the trigger-man behind center. However, the team’s defense struggled mightily in 2013 and finished 102nd overall. Leach’s run at Texas Tech was special, because he could out-scheme nearly everyone in the Big 12. But he could always rely on the talent he recruited in the state of Texas. The state of Washington doesn’t present the same level of talent. In three recruiting classes, only one former four-star recruit, wide receiver Gabe Marks, is expected to contribute for the Cougars this season. And that talent disparity will keep Wazzu toward the bottom of the Pac-12.

6. Cal (Last year: 1-11)The hiring of Sonny Dykes as Cal’s head coach was an absolute disaster. The Golden Bears finished 1-11. They didn’t play any defense whatsoever. Players were leaving the program as soon as possible once the season ended. The only expectation for the team this season is to improve on last year’s record and actually win a conference game. Cal should be able to move the ball in Dykes’ version of the “Air Raid” offense. Quarterback Jared Goff enters his second season as starter after he put together a solid season as a true freshman. Plus, four of Goff’s top five receivers return. The Golden Bears will be able to throw the football, but the question is whether or not the defense will be able to stop anyone. History says no. Art Kaufman was hired as the team’s defensive coordinator this off season, and he has an uphill battle in front of him. Even when Dykes led Louisiana Tech to a 9-3 record, a national ranking and nearly defeated a Texas A&M team led by Johnny Manziel, the Bulldogs were the worst defensive team in college football. Dykes’ emphasis falls on the offensive side of the ball, and that is not going to change. It’s only a matter of time before Cal is looking for another head coach once the school’s new athletic director is named.

PAC-12 SOUTH

1. UCLA (Last year: 10-3; beat Virginia Tech in Sun Bowl)Expectations are sky high at UCLA. And they should be. In two short years, Jim Mora has completely rebuilt the culture in Westwood. Plus, the Bruins are fortunate to have one of the best quarterbacks in the nation in Brett Hundley. If Hundley declared for the NFL draft this year, he would have been a first-round selection. He’s projected to be a Top 10 pick for next May. The quarterback is only the tip of the iceberg when it comes to talent on this roster. Senior Jordan James and sophomore Paul Perkins return in the backfield after combining for 1,107 rushing yards in 2013. Devin Fuller is a dynamic play maker out of the slot. And the defense may be even more talented. The two-way superstar Myles Jacks is one of college football’s top linebackers and a pretty good running back too. Erik Kendricks is highly instinctive and a tackling machine. Sophomores Kenny Clark and Eddie Vanderdoes will be one year better and impossible to move along the defensive interior. And the secondary is experienced with Anthony Jefferson and Ishmael Adams returning. The No. 1 one goal for the Bruins will be to claim a Pac-12 championship, but this team has legitimate national championship potential. They simply have to get past Oregon and Stanford to prove they’re worthy of a berth in the College Football Playoff.

2. USC (Last year: 10-4; beat Fresno State in Las Vegas Bowl)It’s hard to maintain momentum from one season to another. Although, USC appeared to regain its confidence and swagger as a program when it won six of its last seven games under the direction of interim head coach Ed Oregeron. Despite the team’s late season success, Oregeron wasn’t hired to become the team’s permanent head coach. Enter Steve Sarkisian, a former co-offensive coordinator under Pete Carroll. Despite sub-par seasons by USC’s standards in recent years, the team has two things in its favor. First, the talent from the top of the roster to the bottom is always among the best in college football. Second, the team’s depth will continue to improve as the bottom of the roster is rebuilt after being previously hamstrung by NCAA sanctions. The Trojans will be led by a strong defense which features the potential No. 1 overall pick in May’s NFL draft, defensive lineman Leonard Williams. The unit finished 13th overall in total defense last season. The offense, meanwhile, will continue to grow under the direction of offensive coordinator Clay Helton and junior quarterback Cody Kessler. The offense played at a much higher level once Lane Kiffin was fired and Helton became the primary play-caller. It was a smart decision by Sarkisian to retain Helton on his staff. All the pieces are in place for the Trojans to become a factor in the Pac-12 again. USC faithful has to hope Sarkisian was the right hire to keep them in the national conversation.

3. Arizona State (Last year: 10-4; lost to Texas Tech in Holiday Bowl)Since the Pac-12 South is generally considered the weaker division in the conference, it’s been somewhat overlooked that the Sun Devils played in the league’s championship game last year. Head coach Todd Graham has built a team that is known for its fast-pace offense and aggressive defense. In fact, Arizona State features the best quarterback-wide receiver tandem in the Pac-12 with Taylor Kelly behind center and Jaelen Strong creating mismatches for defenses. Kelly, in particular, has been one of the most efficient quarterbacks in the Pac-12 the past two seasons. And running back D.J. Foster is a dangerous weapon out of the backfield. Arizona State may even be able to challenge UCLA and USC atop the Pac-12 South, but the team’s previously devastating defensive front is being completely rebuilt. The team lost it’s top tackler, sack artist and two-time Pac-12 Defense Player of the Year Will Sutton to the NFL. Graham will continue to blitz every chance he gets, but he no longer has the talent to win individual match-ups on a regular basis. The offense will score points, but the defense will have trouble stopping anyone.

4. Arizona (Last year: 8-5; beat Boston College in AdvoCare V100 Bowl)Is the year the Wildcats are ready to take the next step under head coach Rich Rodriguez? During his first two seasons with the program, Arizona finished with an 8-5 record. The problem with Rodriguez is the passing game and defense suffer from the coach’s insistence to implement his offensive scheme, which is a zone-read heavy. The x-factor this season will be whomever Rodriguez’s names as his starting quarterback. Last season, B.J. Denker didn’t provide any consistency throwing the football. It will either be redshirt freshman Anu Solomon or senior transfer Jesse Scroggins which takes over the offense. Solomon reportedly has a slight lead in the competition during fall camp. These two will have to be better dual-threats out of the backfield than Denker was. And the defense has to be better after surrendering 401.1 yards per game last season. If these two things happen, the Wildcats will finish higher in the standings than CFT currently projects. But, it’s unlikely.

5. Colorado (Last year: 4-8)A 4-8 record for any other program would be a disappointment. Colorado, however, isn’t just any program. It’s a school that went through an ugly divorce with previous head coach Jon Embree. Four wins by first-year head coach Mike MacIntyre was actually a three-game improvement. MacIntyre has a history of rebuilding a program in a similar fashion. He took San Jose State from a one-win team to 10 wins in three seasons. While the growth at Colorado should be far more incremental, the Buffaloes will continue to improve under the current coaching staff. The team returns 16 starters, including quarterback Sefo Liufau, and has a manageable non-conference schedule. There are at least five games the Buffaloes could be considered the favorites to win. It will be up to the coaching staff and players to steal one or two more wins from Pac-12 opponents.

6. Utah (Last year: 5-7)Utah head coach Kyle Whittingham enters his 10th season with the program, and it could be his last if the Utes fall to the basement of the Pac-12 South. The problems start on the offensive side of the football. Whittingham used numerous different play-callers in recent years, but the Utes’ offense continued to sputter. Utah finished 76th overall in total offense during the 2013 campaign. Last season the defense wasn’t the team’s saving grace either. The Utes finished 60th overall in total defense. Whittingham will need key players to step up this season if the team has any hope of consistently competing in the Pac-12. Quarterback Travis Wilson has to improve after throwing 16 touchdowns and 16 interceptions as a sophomore. Another 5-7 season or worse will likely signal change within the program.

And now we come to one of the most fruitless and frustrating portions of preview season: the preseason Heisman watch list.

Last year around this time, Johnny Manziel, fresh off becoming the first freshman to ever claim the Heisman, was being viewed as the co-favorite to become just the second-ever to stake his claim to a pair of stiff-armed trophies. AJ McCarron, still basking in the glow of becoming the first starting quarterback with back-to-back BCS title-game wins, was viewed as a potential challenger to Johnny Football. So too were Braxton Miller, Jadeveon Clowney, Teddy Bridgewater and a whole host of other players.

And then, of course, Jameis Winston happened. A 35-1 longshot last August, Winston went on to claim the 2013 Heisman in near-record fashion, joining Manziel as the only freshmen to win the award.

Winston, as you can expect, will be the favorite heading into the 2014 season. Is there, though, another Jameis out there this year? Let’s take a snapshot look at the reigning winner as well as 20 players, in alphabetical order so as not to (gasp!) offend anyone, who could snatch the trophy from the preseason front-runner.

JAMEIS WINSTON, FLORIDA STATE, QB2013 STAT LINE: 257-of-384 passing (66.9%) for 4,057 yards, 40 touchdowns, 10 interceptions; 88 carries for 219 yards (2.8 yards per carry) and four touchdownsQUICK HIT: There’s really not much to say here that hasn’t already been said. Winston was the best player in college football last season, and also happened to play on the best team for good measure. He’s lost a couple of weapons, but twice as many returned to go along with the obligatory growth of some of the younger skill players who should see their roles expand in 2014. Also remember that Winston was in his first year as a starter; if his skill-set makes even a nominal jump, look out Archie Griffin… especially if he can avoid the negative off-field headlines.

AMEER ABDULLAH, NEBRASKA, RB2013 STAT LINE: 281 carries for 1,690 yards (6.0 ypc) and nine touchdowns; 26 receptions for 232 yards and two touchdownsQUICK HIT: Unbeknownst to quite a number of people I’d suspect, Abdullah, not Melvin Gordon (see below) or anyone else, led the Big Ten in rushing last season. As you can see by his receiving numbers, he’s quite adept at coming out of the backfield as well. If you’re looking for a Heisman darkhorse, you could do worse than focusing on Abdullah as he will be the focal point of the Cornhuskers’ offense yet again..

RAKEEM CATO, MARSHALL, QB2013 STAT LINE: 298-of-499 passing (59.7 %) for 3,916 yards, 39 touchdowns, nine interceptions; 99 carries for 294 yards (3.0 ypc) and six touchdownsQUICK HIT: The first of two players on this list from non-Power Five conferences, and the one who has the best chance of crashing the December New York City Heisman party as a finalist. The 2013 stats speak for themselves, and should do nothing but improve in 2014. What separates Cato from the rest of the “have-not” pack is his team: there’s a very good chance that Cato and the Herd roll through the regular season unbeaten, and do so very, very easily. Will the fact that exactly zero of the 12 opponents come from Power Five conferences impact Cato’s chances? Possibly, but if the quarterback jabs voters in the face with a left-right combo of stats and team success, they won’t have a choice but to pay attention.